Developing a Service Strategy and Managing

the Brand

COURSE OVERVIEW

You have marketing goals and you’re feeling ready to execute. Maybe you want to increase market share, retain more customers or generally broaden consumer awareness.

But how do you turn your goals into action? And how will you measure success? In this course, you will explore how to turn marketing goals into action by developing a marketing strategy and creating an enduring brand promise.

Course Author

Rob Kwortnik, associate professor of services marketing, joined Cornell’s faculty after earning his Ph.D. in Business Administration from Temple University in 2003. He also earned a BA in Journalism from Temple and an MBA from California State University, Northridge. Kwortnik’s research focuses on consumer behavior in service contexts, with special attention to service experience management. He has published in the Journal of Marketing Research, Journal of Service Research, The International Journal of Research in Marketing, and the Cornell Hospitality Quarterly, among others. He has been honored eight times as a Teacher of the Year by students at The Hotel School. Prior to his career in academics, Kwortnik held several professional positions in marketing and was a travel industry consultant. He is a recognized expert on the leisure cruise industry.